Lloyds Tsb Launches Stratford Campaign
Lloyds TSB, official partner of the London 2012 Olympic and Paralympic Games, launched its new advertising campaign at Stratford station over the weekend, with the bank effectively ‘wrapping’ the front of Stratford station for the duration of the Games – something never done before.
The bank is also an official presenting partner of the ongoing London 2012 Torch Relay, and Sport Industry TV spoke to Sally Hancock, Director of Olympic Marketing and Group Sponsorship at Lloyds TSB, about life on the road during the relay.
It is estimated that 60% of Games-time visitors will travel through Stratford mainline station, with 34% of those due to travel through the regional ticket hall where Lloyds TSB have their inventory.
The media which was arranged through CBSO UK is owned by London Underground, with the investment from the activity being redeployed back into the transport network.
The activity forms part of the bank’s long running ‘For the Journey’ campaign, with the familiar creative execution specially adapted and tailored to tie in with the sponsorship of the Games.
The campaign design also uses the building to showcase Local Heroes taking part in individual Olympic and Paralympic sports, such as Pole Vault and Wheelchair Tennis.
In addition, the campaign features a selection of physical sporting objects at key vantage points around the station concourse. These include a full-size volleyball net, a trampoline, a table tennis table, a wrestling mat, a hurdle, an archery target and a tennis net.
The campaign features Lloyds TSB animated characters depicting real life emerging athletes who the Bank support through their Local Heroes programme.
Since becoming the first partner to the London 2012 Games in 2007, Lloyds TSB has funded and supported 1,000 athletes through this initiative.
The Local Heroes programme is already contributing to the future of British sport with 28 Local Heroes already selected for Team GB and Paralympics GB for the London 2012 Games.
Eva Eisenschimmel, MD of Customers, Brands, Digital and Telephone Banking for Lloyds Banking Group, said: ‘Since Lloyds Banking Group became the first official partner to London 2012 and Team GB and Paralympics GB, we have supported 1,000 young athletes. Our Local Heroes have helped to bring the Games closer to the communities in which they live and train through helping with National School Sport Week events and also by supporting and participating in the Olympic and Paralympic Torch Relays.’
‘We’ve promoted Local Heroes in our advertising campaigns previously but never on such a scale and in such an iconic location, next to the Olympic Park. We hope that visitors to the station enjoy spotting their Local Heroes amongst the action and that this campaign will help bring the London 2012 Games to life for those passing through the station.’
